How does a consumer today find, select and purchase a product or service? Where do they go for information, who or what influences them most, and how do brands who want to reach these consumers successfully connect with them along their pathway to purchase? The consumer journey is a valuable tool for mapping out ongoing consumer behaviors and developing highly connective strategies across a brand’s ecosystem of owned, shared, earned and paid media.Download PDF
On August 14th, Google announced it will no longer allow advertisers to opt out of close variants from the end of September. Close variants will continue to work in the same way, however advertisers will no longer have a choice. What does this mean for advertisers? This POV will help you to understand better the impact of this change.Download PDF
Earlier this year, Google announced security enhancements for paid search, which would encrypt paid search queries, bringing paid in line with organic search. There has been a lot of hype in the industry about this change, with concerns that keyword level optimisation would be lost, which in turn would mean clients would get less insight from their paid search activity resulting in inflated media spend. This hype is unwarranted and in actual fact this change will not have a big impact on paid search advertising. While there are small consequences that it is important to be aware of, search query level data will still be accessible through AdWords and the API, dynamic optimisation will still be feasible with keyword insertion and the majority of technologies will not see a negative impact.Download PDF
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.Read more
Google made a big change in October to the algorithm behind ranking ads in paid search. With this update, AdRank will take into account an additional component - the expected impact from your ad extensions and formats. This POV explores the impact of this change in detail and helps marketers understand how to adapt their AdWords approach accordingly.Read more
Two recent changes have significantly affected Google SEO best practice - the move to 100% encrypted search resulting in the rise of 'Not Provided' keyword data and the launch of the new Hummingbird algorithm. This POV explores the impact of both these changes in detail and helps marketers understand how to adapt their SEO approach accordingly.Read more
Google recently released the first cross device conversion tracking benefit from Enhanced Campaigns called Estimated Total Conversions.
The objective is to provide advertisers with a more comprehensive understanding of the path to purchase and the value of touch points across the Google network. It will estimate the total impact of an advertiser’s campaign by measuring the performance of users that are logged in to Google.com across devices and layering an estimation algorithm to project the total impact of each device for all Google searches. The key enhancement is the data enables cross-device attribution.
Continuing their trend of introducing new and innovative search results formats, Google announced the launch of the Local Search Carousel on June 18th 2013. It represents a dramatic visual departure from legacy search results pages, with a new type of result positioned at the top of the page...Download PDF
It is no secret that not all webmasters and SEOs play by the rules and on May 22nd Google launched their all new Penguin 2.0 algorithm update and with it their latest assault on spam. Version 1.0 of the Penguin update was released on April 24th, 2012. Since the first version of Penguin was launched, there have been numerous refreshes. However, unlike Penguin 1.0, Penguin 2.0 goes a lot deeper and looks at a much wider set of pages.Download PDF
Understand why Google has introduced the Enhanced Campaigns change, what exactly is changing, the impact we expect to see and our recommended action plan for advertisers.
Google has announced a significant change to AdWords called Enhanced Campaigns.
The launch of Enhanced campaigns fundamentally changes the way that AdWords campaigns are targeted towards users of tablet and mobile devices. Advertisers and agencies will no longer be able to create campaigns separately to target mobile, tablets and laptop/desktop computers. Instead, all three devices types will be targeted in a single campaign.
This change will affect all advertisers globally and will roll out over the next six months.
POV by Winston Burton (Havas Media SEO Director) about the algorithm update Google released on April 24th, 2012 named the Penguin update.Download PDF
Building bridges across Paid, Owned and Earned Media to optimize media mix efficiencies and effectiveness
Increased fragmentation of the media space and constant innovation in the digital media space pose a challenge to Marketers who need to understand how to optimally combine communication vehicles to reach their marketing goals.
The Facebook Marketplace
The Facebook Marketplace provides advertisers with the unique opportunities to target consumers based off precise self-selected interests and affiliations. Anything a consumer shares on Facebook is targetable – whether it’s a fan page they like, an interest they have listed or a status message they have written.
The Search landscape has evolved over the last ten years and provided us with greater insights into consumers and the ways they interact with Search Engines.
Over the last five years Google has evolved into a socially focused Search Engine, aiming to achieve their goal of providing personalized results influenced by a user’s Social Network. The impact of this personalization is altering Search space by changing the way consumers interact in today’s always-on world.
The evolution and impact of Social Search is still in its infancy. Havas Digital expects Social Search will continue to gain in popularity and continue to be a larger percentage of the Search Engine’s algorithm in the near future, as both Search Engines and users are interested in endorsements from trusted connections.Download PDF
An Online Perspective
This whitepaper provides an overview of the automotive sector in Brazil. Examining both macro and micro trends affecting the sector, the competitive landscape, consumer trends and then specific media realities and issues relevant for the market.
Beyond user engagement
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
The question of control of data generated by consumers' online activities has rapidly become a hot topic in the marketing industry worldwide. In this paper we seek to lay out the current situation and challenges for the marketing industry regarding online consumer privacy, identify solutions and offer guidance to agencies, advertisers, aggregators and publishers to ensure compliance with current industry initiatives and best-practices.Download PDF
an Online Perspective
Havas Digital's new “Industry Overview: Banking in Latin America,” it's a white paper developed to share with you the most relevant digital insights of the banking industry today in order to better service our current clients and to open up New Business opportunities for our network.
Comparing Like for Like
Success is not with the brands that shout the loudest anymore, it’s about those that seek to inspire conversations, engage consumers and reward interaction to add meaningful value to the life of their customers.
Bringing Sanity to Display
The online advertising system consists of three primary constituents: advertisers wishing to market their products; publishers intent on selling their inventory; and consumers visiting the publisher’s sites for content.
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has.Download PDF
Location-Based Services (LBS) utilizes a mobile device's physical location to deliver relevant information to a consumer, and is creating a new means of mobile marketing.Download PDF
Managing the digital Media Mix
As Campaign Attribution increasingly becomes a popular topic of discussion in the industry, Havas Digital is delighted to present the third Insight of our Attribution series.
Review the Basics and Learn How to Apply Advanced On- and Off- page SEO tactics to improve site visibility
Today most of the traffic tends to go to the top ranking websites for any specific search term. For that reason websites need Search Engine Optimisation (SEO)
Consumer trends and practical opportunities in mobile marketing
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.